When Jetstar launched direct flight services to Okinawa from Singapore, passenger loads were stable, but more needed to be done. As the only direct flight provider from Singapore, increasing interest in the destination would be a huge benefit to Jetstar’s business.
Using an insight that Okinawa people are renowned for living long, healthy and happy lives, we branded Okinawa as the fountain of youth and wellness to encourage Singaporeans to visit and uncover its secrets.
We curated a travel itinerary designed to highlight Okinawa’s way of life, and engaged an experienced host to helm a video which would be adapted for various digital platforms. We also worked with lifestyle and wellness influencers to tell Okinawa’s story.
Jetstar logged the highest ever monthly number of flight bookings and revenue for the route during the campaign period, and confirmed an additional weekly flight as a direct result.